The Q&A was also an opportunity to find out more about how the experts got into the industry themselves, whether it was client side or agency side. Some went to university to study marketing degrees which led to a job, some did internships in marketing and decided to stay in the industry, while others went straight into work after school and found their path into marketing.

One of the questions put to the panellists was, what are the main differences between agency side and client side marketing?

Bryony Thomas, owner of marketing consultancy, Clear Thought Consulting Limited, who has experienced both client and agency side marketing, explains what to expect in agency side, “You get variety by working on a number of different clients. You learn excellent project and people management skills – which are skills that will always be useful.”

She carries on saying, “The biggest benefit of agency life that I’ve found formed the foundation to my career is pace and work ethic. You have to meet tight deadlines. You have to meet the client’s brief. There is nowhere to hide.”

Bryony explains that working in a client side, “You get more of the bigger picture, putting together an integrated plan using many niche suppliers. It’s a slower, but often more considered, pace.” She advises that you get a much more rounded view of business by working with peers in other disciplines.

On the whole, most of the panel believed that it is not just a degree you need to get into marketing nowadays, it’s about gaining work placements, volunteering work or internships and getting valuable experience to put on your CV.

Kevin states “What you need above everything is the right attitude, a desire to learn, strong work ethic and determination”.

If you are interested in finding out more about the marketing industry, the full Q&A session can be read on Guardian Careers.

Currently in the UK,  total ad spend is £20bn, with 23% of the total spent online. However, there’s a bit of a disconnect when it comes to Brand Marketing –  offline, the split is around 50% on brand marketing; and 50% on direct response. Whereas online, just 5% is spent on brand marketing and the remaining 95% is on direct response.

Perhaps unsurprisingly the primary purpose of the session was to grab some more of that brand marketing budget… well there’s no such thing as a free lunch, right?

However, the session managed to avoid being entirely pitch, and some pretty interesting stuff was shared – so in the interests of share and share alike, I thought I’d share some of it with you.

Undoubtedly digital has profoundly changed both how companies reach their target audience, and indeed the ways in which they communicate with them. Traditionally marketing has been very much about the ”push’ – i.e. transmitting messages from the brand to the consumer. However, increasingly brands are electing to utilise ‘push’ techniques in a slightly different way – rather than simply ‘pushing’ their advertising messages, they are using ‘push’ techniques to encourage consumers to engage with their brands. This stimulates ‘pull’ – i.e. where consumers actively choose to view a brand’s content. ‘Pull’ is essentially about consumer engagement – and of course, here content is king.

The challenge for brands today is to create content which ‘pulls’ consumers in – they actively want to engage with the brand, and perhaps even participate.

Doritos were highlighted as a case study see http://www.youtube.com/user/DoritosYouMakeIt – a campaign (NB this was heavily supported offline too) encouraging consumers to create their own TV ad.

Incidentally – did you know…

1. Video accounts for one third of web traffic, and by 2013 they’re predicting this will reach 90%
2. 24 hours of video are uploaded to YouTube every minute
3. 2bn videos are streamed every day – or in other words, everyone on the planet watches 10 videos per month
4. YouTube is the second largest search engine – proof further (if indeed it were needed) that Bing/Yahoo have a long way to go

Bruce Daisley also highlighted that of course, YouTube is not just for brands… Check out this kid – well it is Friday:

I’ll spare you the rest of the YouTube sales pitch… and instead highlight some free, fun tools which you should definitely go play with:

Google Insights for Search – check out search trends over time.

Google Ad Planner – know what your customers look like? (I mean demographically – not literally) Check out which sites they frequent here.

Twittr Ratr – see whether people are responding to your brand positively or negatively on Twitter (NB this isn’t particularly reliable, but quite fun nonetheless)

Brand Tags – a collective experiment in brand perception. See what people think of famous brands here – tons of fun…

Well that’s all for today folks, hope you have a fabulous weekend

If you can’t make it along to our Online Marketing for Profit knowledge session fear not – you can still view the presentation right here

Thank crunchie it’s Friday! I’ve had a bit of a busy one this week, hence no blog posts – I’m sorry, I promise to do two next week.

In the meantime here’s my pick of the best blog posts on search this week:

SEO

Matt Cutts offers some clarification re PageRank Sculpting, following his comments at SMX Advanced. Rand’s synopsis over at SEOmoz is also worth a read.

Does your content educate, engage, entertain and entice? Lisa Barone argues it’s more important to create good content than try to keyword stuff your way to the top. I couldn’t agree more.

Social Media

You might be  great at Social Media, but if this great experience doesn’t follow through when your customers hit your website, call centres, stores etc – then you need to get your ducks in a row. Excellent advice from Kristy on aligning your messaging across all touch points.

PPC

Joe at PPC Hero’s done a fabulous post on using Google Wonder Wheel for Keyword Research – it’s a must read.

Online Marketing

If you work in-house you may well be familiar with the topic of Bruce Hendrickson’s post Take Me To Your Leader - the online marketing game’s really changed, are you ready to join the fray?

Search Engines

Should Google be worried about Bing? Patricio Robles at Econsultancy cites 5 reasons…

Aaaannnnd Finally, Friday’s Funny

Nope, that’s not photo-shopped. That’s the power of social media. Happy Friday!

Crunchie image credit trekkyandy

Thank Crunchie it’s Friday!

Here’s the weekly round up

SEO

Do you want to learn more about SEO? Danny Dover’s Learn SEO in 30 minutes per day is well worth a read.

Link building is arguably the toughest part of any SEO campaign – fortunately Rob Ousbey’s on hand at SEOmoz with 8 great tips. It’s all about the kittens for me

Social Media

Just starting out on the social networking scene? Kim Krause Berg has some excellent advice. 

PPC

Do you geo-target your PPC campaigns? Perhaps you should – Doug Drees explains why…

User Experience

Sometimes we can all get a little web-centric in our approach, I therefore also like to look at real world examples of user experience. Clearly Dustin Curtis feels the same way. The flimsy doorknob and the forgettable reciept are lovely real world examples of user experience, and might encourage you to think about your business a little differently. 

Aaaannnnd Finally, Friday’s Funny

404 error pages explained, courtesy of Dilbert.

Have a lovely weekend :) 

Image credit kennymatic

Search Engines

Microsoft launched a new search engine called Bing - available to microsoft employees now, and to the rest of us oiks shortly. Just can’t wait? Take a look at Greg Sterling’s Bing v Google head to head.

Meanwhile over at Google, they’ve been working on a new communications tool called Wave. Google describe it as:

 ”…equal parts conversation and document, where people can communicate and work together with richly formatted text, photos, videos, maps, and more.”

SEO

Approaching international SEO is always tricky – SharkSEO has outlined 3 approaches to site structure for international SEO and the pros and cons of each – essential reading. 

Over at SEOmoz Rob Ousby looks at how to increase clicks on your organic listings via some careful crafting of the snippet which the search engines display in their results – SEO meets marketing – love it! 

Social Media

Is Social Media the marketing end-all? Doug  deGrood at Advertising Age isn’t convinced. An excellent opinion piece and well worth a read.

Marketing

I’m a massive fan of Malcolm Gladwell writer of Blink and The Tipping Point (incidentally if you haven’t already, do read his books). His latest article in the New Yorker explores How David Beats Goliath - i.e. how the underdog can win – even against the odds. It is a long article, but well worth a read.  

PPC

The pros and cons of bidding on clients own brand names is always up for debate. Over at Search Engine Journal, Brian Carter illustrates the value of brand PPC, giving a compelling argument backed up with some interesting stats, which might make you think again.

Aaaannnnd Finally, Friday’s Funny

This week I’ve been somewhat preoccupied with grammar and punctuation, hence this cartoon really tickled me (NB there’s a naughty swear word in the cartoon, so don’t click the link if you’re offended by such things). 

Hat tip to Ciaran for this. 

Have a lovely weekend

Image credit joyosity

Welcome to our new feature. Each week we’ll be bringing you a round up of some of the best blog posts/articles we’ve read relating to Search Marketing – so here goes!

SEO

Stephan Spencer (via Search Engine Land) rants about a site which despite being ‘unfriendly’ to search engines, still ranks well.

Small Business SEO

Sugarrae (Rae Hoffman) wrote an excellent post on how small businesses might increase their online presence. She’s used lawn care to illustrate her example, but the ideas can easily be applied to any business.

Search Engines

Google Searchology 2009, saw the launch of some new developments – Google Search Options, Wonder Wheel, Google Squared and Rich Snippets - see Matt Cutts’ thoughts and Danny Sullivan’s Live Blogging coverage.

Blogging

Preparing to launch your blog? Or maybe just considering your options? Don’t miss Lucy Langdon’s fantastic blog launch checklist on SEOmoz.

Social Media

There’s been a whole lot of noise about Twitter, but I couldn’t agree more with Dr Pete’s post about the real power of Twitter on SEOmoz.

Jennifer Horowitz talks us through the seven deadly sins of social media - check yourselves boys and girls :)

Web Design & Usability

OK, so this post wasn’t written this week, but I think it’s fantastic. Dr Pete’s created a really rather marvellous cheat sheet to designing a usable website. The man’s a genius.

PPC

Joe of PPC Hero wrote a great post about broadening exposure on the Google Content Network - now many advertisers elect not to run on the content network, but for some clients we’ve seen some really good results – if you’re thinking about trying it yourself, it’s a must read.

Aaaannnnd Finally, Friday’s Funny

Well there;’s not much point in doing this if we can’t make you smile. 1000 Awesome Things is a blog – where in, as the name suggests they count down 1000 awesome things. Kinda like a daily reason to be cheerful – enjoy and have a lovely weekend.

Is there something I’ve missed? Hit up the comments

A friend recently asked for some advice on how to go about creating an online store. There are a lot of e-commerce solutions out there, which can make choosing the right one difficult. 

However, before you rush off and research a load of options, make sure you can answer the following questions - 

1. How many products is the site going to sell? How will these products be organised?

It’s important to have a clear idea of how you want to organise the products on your site, and indeed how many products you want to sell; as many e-commerce solutions are priced based on the number of products you want the solution to handle.

Ordinarily, we’d recommend creating a wireframe for the site, prior to selecting an e-commerce solution. A wireframe is a simple visual representation of the site and how the pages relate to one another.

For example, lets imagine that we are planning to launch a website selling socks. It’s conceivable that you’d have four top level categories:

Men’s

Women’s

Children’s

Baby’s

Then within each of these top categories you will have further sub-categories – e.g.

Children’s – Boys

Children’s – Girls

Again, from here you may have further categories e.g.

Children’s – Girls – Knee Socks

or

Children’s – Girls – Ankle Socks

Clearly it will take time to get all of this down on paper, but once you’ve planned your site out, it will be much easier to implement, and of course, you will have a much clearer idea about the sort of e-commerce system you are going to need.

2. Are the number of products for sale likely to change frequently? How regularly are you going to have to edit and update the site?

If you are going to regularly add and/or delete products, then you’ll be well advised to look for a solution will allow you to update yourself, rather than a fixed solution which can only be amended by the e-commerce provider.

3. What expertise is available to you? Do you have or know anyone  with the technical abillity to help out? Do you need a system that can be used with little or no trainning?

Any e-commerce solution will require some training to use . However, work to your strengths – if the person who will be responsible for managing the system is not particularly technical, make sure you select a user friendly, intuitive solution.

4. How much control do you want over the look and feel of the site?

Some e-commerce solutions allow only very limited customisation – as such you may find that you do have as much say in how your site and the products you sell are presented. If you have a particular look and feel in mind – make sure the solution which you select is fully-customisable.

 5. What payment methods do you want to use?

There are many different payment options available – these are often referred to as Payment Gateways. Your choice of payment method is very important, because you are asking your users to submit sensitive financial information – they need to be able to trust the payment gateway. Therefore using well known, trusted and established companies can be of benefit. As such we would also recommend offering more than one payment method, so your customers have a choice. 

 6. SEO considerations

Fortunately most e-commerce solutions generate search (and indeed user) friendly urls -  e.g. www.sockz.co.uk/childrens-socks/girls/knee-socks.html rather than www.sockz.co.uk/product3/category1/sub5.html – but make sure your chosen solution generates search friendly urls; you’ll be saving yourself a lot of heartache in the future.

Jeeves the Butler was dropped from the brand back in 2006 as the brand attempted to increase market share.

Jeeves explains his own absence as follows:

The search engine has been through a series of rebrands, including a TV advertising campaign portraying it as an underground alternative to Google.

1. Direct Response

This type of activity is primarily focused on driving the customer directly to purchase – examples include paid search advertising, email, direct mail etc

2. Brand

This type of activity is primarily focussed on increasing the visibility of the brand and ultimately increasing brand awareness amongst your target audience (i.e. the people who might be interested in purchasing from you / using your services.

Now clearly, it’s not as cut and dried as this, as inevitably direct response advertising may positively impact brand awareness, and brand advertising may indeed generate direct sales.

To understand the importance of brand v direct response it’s useful to consider how consumers might find you. 

1. Brand – they are looking specifically for you. In this instance the consumer spontaneously recalls your brand and are searching specifically for it. An example of this would be a consumer searching for ‘Compare the Market’ when they need car insurance, rather than searching for the more generic ‘car insurance’.
2. Specific Product or Service – here the reverse is true – the consumer searches for ‘car insurance’ rather than a specific brand.
3. Ambient – here the consumer isn’t looking at all. They may not be aware of the product or service which you offer, but you make them aware of it.
4. Existing Customer - an existing customer may decide to return to you
5. Recommendation - someone who comes to you because someone else has recommended your product or service

There are of course many other ways that consumers ‘find’ brands, but just using the five examples above we can begin to see the importance of both brand and direct response techniques.

Many companies elect simply to utilise direct response techniques – this is because broadly speaking, these techniques are easy to measure, and when executed well, offer an excellent return on investment. For example, many companies elect only to run SEO and Paid Search campaigns.

No bad thing, some might say, and indeed these campaigns are cost effective; however – ultimately these companies are only advertising to those who are already looking. Chances are, unless you actively search online for the particular product or service which these companies offer, you might never know they exist.

Which is a bit of a shame, because if you look at the list above they are only hitting 3 of the 5 possibilities – i.e. people searching for a specific product or service; existing customers (although, they’re really only hitting these customers by default – they aren’t actively marketing to them), and they may pick up some recommendations.

I’m not trying to infer that direct response marketing is inferior to brand marketing – it’s not. I think in fact, that a balance of direct response and brand marketing often yield the best overall results.

We recently saw just that with one of our clients who in addition to their existing SEO and PPC campaign decided to do some TV & radio advertising. As a result, month on month they saw a 10% uplift in online leads alone – not to mention an further increases in offline leads (via their call centre and in store). Very impressive – particularly given the current economic climate!

We also observed that customers who arrive on websites from branded search terms convert at a much higher rate than those from generic search terms.

Interesting stuff, huh? As with any marketing activity, we would of course recommend a test and learn approach – but we think it illustrates the strength of integrating brand and direct response marketing strategies within a single campaign.

Image credit Heideho